Examining the Firm's Value Creation Process: A Managerial Perspective of the Firm's Value Offering Strategy and Performance

The primary pursuit of any business is to understand what customers value and to create that value for them. While customers are the final arbiter of value, it is the firm's role to explore, interpret and deliver value based on what they believe customers are seeking. Based on this premise we adopt the firm's perspective on value creation to extend both Bowman and Ambrosini's theoretical framework and the work of DeSarbo, Jedidi and Sinha and focus on two issues. The first is the strategic emphasis firms place on the design and delivery of their value offering. The second is the extent the firm's value offering explains performance differentials at the customer‐centric performance level. We present a conceptual model of how firms gain positional advantage via their value offering and the realized outcomes they achieve. We present two approaches to modelling the firm's value offering (type II and type IV models) and articulate the theoretical underpinnings and results for these models. Our results validate the conceptualization of the firm's value offering and suggest that creating superior value offerings enables firms to achieve superiority in customer‐centric performance.     

Revenue Management with End‐of‐Period Discounts in the Presence of Customer Learning

Consider a firm that sells identical products over a series of selling periods (e.g., weekly all‐inclusive vacations at the same resort). To stimulate demand and enhance revenue, in some periods, the firm may choose to offer a part of its available inventory at a discount. As customers learn to expect such discounts, a fraction may wait rather than purchase at a regular price. A problem the firm faces is how to incorporate this waiting and learning into its revenue management decisions. To address this problem we summarize two types of learning behaviors and propose a general model that allows for both stochastic consumer demand and stochastic waiting. For the case with two customer classes, we develop a novel solution approach to the resulting dynamic program. We then examine two simplified models, where either the demand or the waiting behavior are deterministic, and present the solution in a closed form. We extend the model to incorporate three customer classes and discuss the effects of overselling the capacity and bumping customers. Through numerical simulations we study the value of offering end‐of‐period deals optimally and analyze how this value changes under different consumer behavior and demand scenarios.     

Reducing Customer Dissatisfaction: How Important is Learning to Reduce Service Failure?

As service failures are inevitable, firms must be prepared to recover and learn from service failures. Yet, the majority of customers are still dissatisfied with the way firms resolve their complaints. Can learning to reduce service failures reduce customer dissatisfaction, and to what extent are such reductions sustainable? Previous research showed that organizational learning curves for customer dissatisfaction (i) follow a U‐shaped function of operating experience and (ii) are heterogeneous across firms. In this paper, I tease out where the U‐shaped learning‐curve effect and learning‐curve heterogeneity originate: service failure or customers' propensity to complain with a third party given the occurrence of a service failure. Using quarterly data for nine major US airlines over 11 years, I find that the U‐shaped learning‐curve effect and the learning‐curve heterogeneity originate in the propensity to complain. In the long term, reductions in service failure did not translate in sustainable reductions in customer dissatisfaction. Customers' propensity to complain eventually went up. Managing the propensity to complain provides more opportunity for a firm to distinguish itself from competitors.     

Evaluating Application Service Provisioning Using System Dynamics Methodology

Despite the hype surrounding the value‐added potential of e‐business for contemporary firms, the recent technology downturn was marked by poor customer satisfaction from investment in e‐business initiatives. An apparent mismatch between customer expectations and vendor offerings suggested a lack of appropriate methods and techniques for evaluating e‐business. This article draws from a longitudinal research study on the deployment, hosting and integration of application service provisioning (ASP), an e‐business model targeted mainly at small and medium‐sized businesses (SMBs). Using system dynamics as a methodology that addresses the inherent complexity of the ASP model, the article demonstrates how a series of complex inter‐relationships between key performance indicators (KPIs) will impact the business value for customers from ASP vendor products and services. The lessons from this research will be particularly relevant for existing and future ASP vendors and customers.     

The Influence of Service Orientation on B2B e‐Service Capabilities: An Empirical Investigation

E‐Services, or the company's portfolio of service offerings available to its customers through the Internet, are an emerging area of interest to operations management. Yet little is known about the operations and capabilities needed for provision of business‐to‐business (B2B) e‐services. This paper aims to make a contribution toward closing this gap. First, we develop a new construct of B2B e‐service capability, a term that captures a generic set of five interrelated and complementary dimensions: (1) e‐service recovery, (2) e‐customization, (3) ease of navigation, (4) service portfolio comprehensiveness, and (5) information richness. These combined operational abilities are associated with B2B service delivery, including its portal design, technology architecture, and mix of product and service offerings. They are posited to be necessary for delivering effective B2B e‐services. We also argue that, both service orientation (SO) and customer receptivity to technology, influence B2B e‐service capability. We empirically test a path model using structural equation modeling on a sample of 181 businesses that have deployed B2B e‐services. We find that the influence of SO on performance is not direct but rather mediated by the e‐service capability, a finding that holds for both goods producers and service providers. We suggest that a firm's SO may mitigate industrial customers' resistance toward conducting business online.     

A Service Provider's Elicitation of Its Customers’ Demand Distributions by a Price Mechanism

In a service environment a service provider needs to determine the amount and kinds of capacity to meet customers’ needs over many periods. To make good decisions, she needs to know the probability distribution of her customers’ demand in each period. We study a situation in which customers’ demand for a given service is random in each period, but inelastic, or modeled well by this assumption, and cannot be delayed to the next period. This article presents a mechanism that allows a service provider to learn the distribution of a customer's demand by offering him a set of contracts through which he can partially prepay for future service for a reduced cost for units of service based on anticipated needs. We describe the form of a set of contracts that will cause the customer to reveal his demand distribution as he minimizes his expected costs. To justify the effort of organizing and offering contracts, we present an application that demonstrates the cost savings to the service provider with better capacity planning using the truthfully elicited distribution.     

Profitability of Service‐Level‐Based Price Differentiation with Inventory Rationing

In this paper, we study the profitability of service‐level‐based price differentiation (SLBPD) in an inventory‐rationing context. SLBPD implies that a company offers several combinations of prices and guaranteed service levels, from which customers self‐select; different customers choose different offerings because they incur different shortage costs if an order is not fulfilled immediately. We develop an analytical model for SLBPD and explore if and when such a service differentiation strategy yields higher profits than a single undifferentiated offering. The results of our analyses suggest that SLBPD is profitable only if a company faces pricing restrictions, e.g., because of competitive pressure or regulatory restrictions. We develop necessary and sufficient conditions under which a specific and relevant form of SLBPD (called “service‐level‐based upselling”) is profitable, and provide an algorithm to compute the optimal parameters of such a policy. Based on this algorithm we carry out numerical analyses that allow us to characterize the profit increment of service‐level‐based upselling. We derive managerial insights into the attractiveness of SLBPD and explain how our basic analytical framework can be extended to account for more complex practical features.     

Managing Supply Risk for Vertically Differentiated Co‐Products

The manufacturing complexity of many high‐tech products results in a substantial variation in the quality of the units produced. After manufacturing, the units are classified into vertically differentiated products. These products are typically obtained in uncontrollable fractions, leading to mismatches between their demand and supply. We focus on product stockouts due to the supply–demand mismatches. Existing literature suggests that when faced with product stockouts, firms should satisfy all unmet demand of a low‐end product by downgrading excess units of a high‐end product (downward substitution). However, this policy may be suboptimal if it is likely that low‐end customers will substitute with a higher quality product and pay the higher price (upward substitution). In this study, we investigate whether and how much downward substitution firms should perform. We also investigate whether and how much low‐end inventory firms should withhold to strategically divert some low‐end demand to the high‐end product. We first establish the existence of regions of co‐production technology and willingness of customers to substitute upward where firms adopt different substitution/withholding strategies. Then, we develop a managerial framework to determine the optimal selling strategy during the life cycle of technology products as profit margins shrink, manufacturing technology improves, and more capacity becomes available. Consistent trends exist for exogenous and endogenous prices.     

Information production and bidding in IPOs

Despite their theoretical efficiency in selling shares to the public, auctions are not the preferred mechanisms in Initial Public Offerings (IPOs). Chemmanur and Liu (2006) and Sherman (2005) provide a rational explanation for this puzzle based on the notion that issuers are not only interested in the offering proceeds, but also the secondary market price, and thus try to induce investors to produce information about the IPO. In this paper, we report the results of an experimental study set up to test the basic mechanisms underlying this reasoning. Our findings strongly support the theoretical argument. If the issuer has some discretion in setting the offering price (as with bookbuilding or fixed-price offerings), he can maintain investors’ propensity to produce information by appropriately adjusting the offering price even if information costs are high. In auctions, however, high information costs inevitably result in a low propensity to produce information as investors bid too competitively to recover the costs of information production. Our results provide experimental support for the theoretical argument that an auction is not the preferable offering mechanism for young and risky IPO firms because, while there is strong demand for information about such firms, the costs of producing this information are high.     

Structural and contextual approaches to ambidexterity: A meta-analysis of organizational and environmental contingencies

This meta-analysis examines the conditions under which structural and contextual approaches help balance exploration and exploitation. Drawing on heterogeneous samples of prior ambidexterity studies, we apply moderated meta-analytic regression methods to 33,492 organizations sampled in 114 primary studies from 1991 to 2017 to test a contingency model. Our findings suggest that structural separation helps firms of all sizes to balance exploration and exploitation, and that structural separation is more conducive for balancing exploration and exploitation in high technology environments. Also, avoiding a structural separation approach benefits service firms. As research on ambidexterity enters the maturity stage we discuss the implications for future theory development, methodology, and for managers interested in developing ambidextrous organizations.     

Inventory Planning for a Modular Product Family

This paper is motivated by observing that an increasing number of firms are offering modular products assembled with multiple option choices for the consumer. Starting with the PC offerings by Dell which allowed (and still allows) users to configure their product by choosing among multiple choices for each option, the current market place seems to have evolved to a make‐to‐stock scenario where Apple offers its IPAD series with multiple models each with a unique storage size, color, and wireless chip technology. The focus of our work is on determining the optimal stocking level of modular end‐products. Our analysis is based on a benchmark model with the aim of maximizing expected profit subject to an aggregate fill rate constraint as well as variant‐specific individual fill rates under a make‐to‐stock setting. To further assess the robustness of our finding, we consider the extensions of correlated market preferences over options, price‐dependent demand, and alternative probability distributions for characterizing uncertainty in market preferences or aggregate demand. Finally we also show how to extend the single period model into a multiple‐period setting. Through extensive computational analysis, we find that more precise estimates of market preferences for various modular options constitute extremely valuable information that goes beyond the usefulness of forecasts of aggregate market demand. From a practical perspective, this might be indicative of another classic marketing‐operations trade‐off. Offering more options for consumers would be preferred by marketing managers since this would reach more consumers and hence, enhance product sales. On the other hand, the ability to obtaining greater forecast accuracy would decline when the number of options increase. Hence, from an operational perspective, it would be preferred to limit option choices (so that better forecasts can be obtained) since this would lead to lower stocking costs and hence, higher profits.     

Overcoming Learning Aversion in Evaluating and Managing Uncertain Risks

Decision biases can distort cost‐benefit evaluations of uncertain risks, leading to risk management policy decisions with predictably high retrospective regret. We argue that well‐documented decision biases encourage learning aversion, or predictably suboptimal learning and premature decision making in the face of high uncertainty about the costs, risks, and benefits of proposed changes. Biases such as narrow framing, overconfidence, confirmation bias, optimism bias, ambiguity aversion, and hyperbolic discounting of the immediate costs and delayed benefits of learning, contribute to deficient individual and group learning, avoidance of information seeking, underestimation of the value of further information, and hence needlessly inaccurate risk‐cost‐benefit estimates and suboptimal risk management decisions. In practice, such biases can create predictable regret in selection of potential risk‐reducing regulations. Low‐regret learning strategies based on computational reinforcement learning models can potentially overcome some of these suboptimal decision processes by replacing aversion to uncertain probabilities with actions calculated to balance exploration (deliberate experimentation and uncertainty reduction) and exploitation (taking actions to maximize the sum of expected immediate reward, expected discounted future reward, and value of information). We discuss the proposed framework for understanding and overcoming learning aversion and for implementing low‐regret learning strategies using regulation of air pollutants with uncertain health effects as an example.     

A Nonatomic‐Game Approach to Dynamic Pricing under Competition

We study a revenue management problem involving competing firms. We assume the presence of a continuum of infinitesimal firms where no individual firm has any discernable influence over the evolution of the overall market condition. Under this nonatomic‐game approach, the unanimous adoption of an equilibrium pricing policy by all firms will yield a market‐condition process that in turn will elicit the said policy as one of the best individual responses. For both deterministic‐ and stochastic‐demand cases, we show the existence of equilibrium pricing policies that exhibit well‐behaving monotone trends. Our computational study reveals many useful insights, including the fact that only a reasonable number of firms are needed for our approach to produce near‐rational pricing policies.     

Collective Wage Agreements and Firms’ Employment Policies

This paper provides evidence on the way collective wage agreements affect the adjustment of employment, working hours and other production factors when service‐sector firms are faced with demand shocks. The estimation results indicate that collective wage agreements significantly influence firms’ employment policies. It is shown that recruitment is a widespread instrument for service firms to cope with demand fluctuations which are negatively affected by collective wage agreements. The employment of freelance workers is also negatively affected by collective wage agreements, while their effect on using short‐term employment contracts as a reaction to demand shocks is positive.     

Dynamic Capability Building in Service Value Networks for Achieving Service Innovation

Service organizations increasingly create new service offerings that are the result of collaborative arrangements operating on a value network level. This leads to the notion of “elevated service offerings,” our definition of service innovation, implying new or enhanced service offerings that can only be eventuated as a result of partnering, and one that could not be delivered on individual organizational merits. Using empirical data from a large telecommunications company, we demonstrate through structural equation modeling (SEM) that higher‐order dynamic capabilities in services are generated as a result of collaboration between stakeholders. Furthermore, it is through collaboration and education of the stakeholders that additional higher‐order capabilities emerge (customer engagement [CuE], collaborative agility [CA], entrepreneurial alertness [EA], and collaborative innovative capacity), all of which influence the service innovation outcome. Our study also reveals empirical evidence for an ongoing process of continuous dynamic capability building in accordance with the changing dynamics of business. Managers of service organizations should recognize the potential embedded in these higher‐order skill sets, starting from collaboration, learning, and management of creative ideas for both strategic and operational benefits. Moreover, the capabilities of CA, EA, and CuE are even more important in managing the flexibility, timely delivery, and reliability of service offerings. Managers should take measures to inculcate, promote, and manage these dynamic capability skill sets to foster innovation in services.     

Common Threats and Managing Reputation in Executive Search Firms

A free video abstract to accompany this article can be found online at: https://www.youtube.com/watch?v=IziwDorbeGU This paper provides important insights into how executive search firms can successfully manage their reputations to overcome major threats to their organizations. The paper focuses on three threats faced by executive search firms: the global financial crisis; questions around the sector's professional status; and the proliferation of social media for recruitment. Our data show that there was not a single coherent response from firms, but a piecemeal approach that focused on three forms of reputation management. First, diversifying service offerings; second, highlighting their symbolic capital; and third, connecting their firms to clients and candidates through partners. Building on our data and the theoretical literature, we provide a framework for understanding how professional service firms can manage their reputations in response to common threats, based on three categories from the English idiom ‘keep up with the Joneses’. First, moving away from the Joneses; second, fencing out the Joneses; third, networking more than the Joneses. We provide theoretical and practical insights around how organizations can manage their reputations in response to threats which are common across sectors.     

Measuring the Benefit of Offering Auxiliary Services: Do Bag‐Checkers Differ in Their Sensitivities to Airline Itinerary Attributes?

When firms evaluate their service system design choices, there is typically more uncertainty surrounding the value that a particular auxiliary service provides than there is on the cost of providing that service. To help inform this decision, we propose an approach where we compare the relative value of the segment of passengers who use an auxiliary service to the relative value of the segment that does not use it. We demonstrate this approach for a typical auxiliary service common to the airline industry. In 2008, most US airlines implemented checked baggage fee policies to decrease their costs by reducing the number of customer service agents needed in the check‐in and baggage handling processes. The success of this change has led to a current debate at many of these airlines on whether to make further staffing cuts in these areas, essentially making it even less attractive for passengers to check their baggage. Our proposed methodology helps answer whether passengers who continue to check bags in today's baggage‐fee era are more or less valuable than passengers who do not check bags. We explore this question empirically by examining, through a stated preference survey, if a history of checking or not checking bags can be used to segment passengers based on how their itinerary choices are influenced by common airline service attributes (on‐time performance, itinerary time, number of connections, airfare, and schedule delay). Contrary to the opinions of some top airline executives, we find that the passengers who continue to check bags at airlines that charge baggage fees are generally less sensitive to differences in three of these important service attributes and are less likely to switch airlines when a competing airline improves its offerings along these dimensions. Thus, airlines that charge for checked bags should consider improving the customer experience for their bag‐checking passengers, as they represent a potentially more valuable segment class to the airline.     

From Entrepreneurial Orientation and Learning Orientation to Business Performance: Analysing the Mediating Role of Organizational Learning and the Moderating Effects of Organizational Size

Following the organizational learning theory and the knowledge‐based view approach, this contribution aims to study the influence of entrepreneurial orientation and learning orientation on organizational learning, considering the latter as a mediating variable in the relationships between both antecedent cultural values and business performance. We also analyse the moderating role of organizational size on these previous relationships. The hypotheses proposed in our research model are tested on a sample of 140 Spanish industrial companies, applying variance‐based structural equation modelling: partial least squares. In order to assess the moderating effects of organizational size, we adopt a multi‐group approach using two subsamples with large firms and small and medium‐sized enterprises (SMEs). Our findings indicate that organizational learning partially mediates the relationship between entrepreneurial orientation and performance and fully mediates the link between learning orientation and performance. Likewise, the results reveal that the relationship established between entrepreneurial orientation and organizational learning is more intense for the group of large firms than for the group of SMEs. Moreover, the influence of learning orientation on organizational learning is greater in SMEs than in large firms.